Eastern Kentucky University
Relational Self-Construal and Charity Advertisements
Institution
Eastern Kentucky University
Faculty Advisor/ Mentor
Jonathan Gore
Abstract
A person who describes themselves based on their close relationships has a high relational selfconstrual, whereas a person with a low relational self-construal describes themselves in terms of individual traits. For example, a highly relational person might give a self-description of, “I am a brother” or “I am a mother”, and a person with a low relational self-construal may say, “I am outgoing” or “I am funny”. This study investigated the relationship between relational selfconstrual and charity advertisements. We hypothesized that highly relational people would respond more favorably to ads that emphasize the effects on close others. Participants were assigned to one of three conditions, the communal appeal (e.g., “We share the sky, we share the future”), the personal appeal (e.g., “Share the future, share the sky”), and the relational appeal (e.g., “Share the future with your friends, share the sky with your children”). Results revealed that those with a highly relational self-construal rated the relational advertisements the best. This is important because it demonstrates the need for charity organizations to research their audience’s self-construal type, in order to maximize donations. In addition, this study expands upon the literature on relational self-construal, showing that a person’s self-definition influences decisions beyond those within a close relationship.
Relational Self-Construal and Charity Advertisements
A person who describes themselves based on their close relationships has a high relational selfconstrual, whereas a person with a low relational self-construal describes themselves in terms of individual traits. For example, a highly relational person might give a self-description of, “I am a brother” or “I am a mother”, and a person with a low relational self-construal may say, “I am outgoing” or “I am funny”. This study investigated the relationship between relational selfconstrual and charity advertisements. We hypothesized that highly relational people would respond more favorably to ads that emphasize the effects on close others. Participants were assigned to one of three conditions, the communal appeal (e.g., “We share the sky, we share the future”), the personal appeal (e.g., “Share the future, share the sky”), and the relational appeal (e.g., “Share the future with your friends, share the sky with your children”). Results revealed that those with a highly relational self-construal rated the relational advertisements the best. This is important because it demonstrates the need for charity organizations to research their audience’s self-construal type, in order to maximize donations. In addition, this study expands upon the literature on relational self-construal, showing that a person’s self-definition influences decisions beyond those within a close relationship.